Video podcasting is the next step in your amplified marketing strategy

Content marketers face a perilous task: to reach more people, more often, on more platforms than ever before. What started as a blog content frenzy moved to social media and beyond, and many marketing teams kept their strategies siled, with unrelated messages circulating in every channel. As demand continued to grow, many content marketers focused on quantity to keep up with search engine algorithms, leaving the needs and wants of their audiences behind.

To address these issues and align teams, marketers will change course over the next year, seizing the chance to be the connective tissue between brand and audience. But to make those connections, marketers need to renew their focus on audiences. This focus will lead to richer, more relevant creative content, but not at the breakneck pace that has characterized the last 15 years of content marketing. A shift to higher quality work amplified across all channels will present a real return on effort.

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Many marketers have found this value in podcasts. Companies have leveraged the power of great conversations with experts to build amplified marketing strategy, using those conversations to create content on every platform, with podcast transcripts as the basis for a series of articles from blog or newsletters, and audio clips of highlights used as dynamic social media and email campaigns. Adopting an approach that amplified a single stellar piece of content freed up marketers time and provided audiences with valuable and engaging insights.

Podcasts are growing, video too

But the world of marketing does not stop there and the demand for video continues to grow. What does this mean for the future of podcasts? Should you abandon them in pursuit of success with video? According to Gartner, streaming rates have increased for audio and video during the pandemic. Your audience wants options – why not give them what they want? This is where the video podcast comes in.

Video has the power to build trust and closeness between your business and its audience. It puts a human face on your marketing the same way podcasts have added an authentic voice to your content. Video offers the same intimacy and human connection that podcasts bring to the lives of so many listeners, with the added benefit of increasing the impact and reach of that content. While video is effective, it can be time-consuming to produce, requiring a new suite of tools and leaving marketers in the awkward position of sacrificing quality for quantity. When you create videos, you probably upload them to YouTube, but that’s where the video process ends, leaving a wealth of content untapped.

Adding video increases the reach of your content

Video podcasting offers a one-stop solution for generating written, audio, and video content, sharing a unified message, and reaching more people where they already prefer to get their information. Blogs have helped reach your audience where they read. Podcasts reach them where they listen. You probably have video content, but it’s laborious to produce, so it’s not as frequent as you’d like. Incorporating video into your podcasts can work for your team by providing the same great content – ​​expert interviews on topics that resonate with your audience – but offering more flexibility on how to consume that content. This flexibility lets your audience choose when they want to listen or watch. Extending the same quality content across video and audio platforms makes your message more viewable in more places, putting the needs of your audience first.

The benefits aren’t just for the public, however. Content marketers can use the video podcast at the center of their amplified marketing strategy. Hosting your content material in one place makes it easier to keep the entire marketing team on the same page, reuse content across platforms, and measure the reach of your work. A strategy focused on audio and video is the most effective way for content marketers to rethink their role – from constant content creation to innovative and creative content. They can spend their time building a relationship with their audience, not posting hoping something will grab someone’s attention.

Quality is always the key

Start by having a great video chat about something your audience is passionate about, with someone who has the knowledge and perspective you’re looking for. This video is the starting point for a podcast episode and shorter video and audio clips. You can use the clips in social media and email campaigns and create blog posts from the video transcript, highlighting the best nuggets. The focus on video podcasting takes the frustration out of creating videos because you start with a wealth of content. Add to that a system that tracks all aspects of your marketing, and you can easily turn a conversation into a dozen shorter videos that deliver information to your audience and invite them to watch more, listen more, and read more. Think of this amplified marketing approach as an ecosystem, where each element fits into the other, powering a variety of content streams.

Podcasts aren’t going away – listeners are at an all-time high – but the future of podcasting is changing. Sometimes audio is better without video. But other times, it’s good to have both. Adding video to your podcast ensures everyone gets what they want and marketers can focus on quality.

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William L. Hart